Ecommerce Store Not Converting?

An ecommerce store takes a little different approach to
a one page sales letter. In the video below I did a critique
for a client that you may be able to pick up some tips
from. Reload the page if it doesn't play the first time.

Created by Camtasia Studio 3

-Ray Edwards

Clara,

there's a lot of things that could be the problem.

I haven't seen your site so I'll assume it's easy to navigate, has great sales copy on each product page (i.e. appeals to emotions) and has an overall attractive design.

First thing is this: 170 visitors is nothing. There's a bit of myth that ecommerce stores can expect 1% conversions. Online shops offer an enormous rnage of porduct type and some will convert better than others.

So, how did these vistors find you? I'm assuming you have Google Analytics installed so you know where they came from. Was it via searching for Keywords on search engines? If so, what sort of phrases were they using? Do the search terms look like buying or browsing keywrods to you? If the keywards used are very broad chances are the visitors are browsing, i.e. in the very beginning satges of the buying cycle.

If the traffic is from other sites, then what kind of sites? Would traffic from these sites give you buyers or browser.

If it's PPC do your ads match your landing page?

With your niche it might be a good idea to try and get this type of visitor to subscribe to your newsletter. you need to give away something to entice them to signup and these days it has to be something great.

Are your handbags unique or brand names that can be easily bought else where. On my site I sell brand fitness equipment and I suffer a lot from 'comparison shopping', i.e. shoppers comparing prices from one store to another. Maybe this could be an issue?

Do you have a toll-free number displayed on your site?

This gives potential customers a feeling that if the purchase goes awry they can simply pick up the phone and call you. It's also great for customers who have questions before they purchase - you can convert many when they call you with a query.

If your handbags are brand name then you're going to have to face facts and realise you're going to have to compete on price.

I tackled this by saying clearly on the product page (and every page) of my site that if the customer calls me I guarantee to give them a further discount. This does help.

Things like, free shipping, 90 day money back guarantee are pretty passe these days; everyone offers them. Do you re-state these on your category, product and checkout page? If not, then do it.

I don't know what the free gift is, but is it a great freebie? A great freebie is like getting two items for the price of one, not some little addition to your purchase. Also, is the freebie restated on your category, product and checkout pages? If not then do it.

Anyhow, ther are many other reason but I hope I've given you food for thought.

Robert